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In 2006, Mike Rypka founded Torchy's Tacos with an airstream and a dream. Originally a food truck in Austin, TX, Torchy's quickly became a staple of Austin cuisine and by 2010, Mike opened the first Torchy's brick-and-mortar location. As of today, Torchy's has over 100 locations across the United States.
The ask:
Identify a business problem that needs to be solved, then develop a strategic approach and campaign to solve it.
Torchy's has a steady fanbase. People who love Torchy's...
LOVE Torchy's.​
However, in 2020, Torchy's sold a stake to private equity investors...
....and OG Torchy's fans have not been pleased by the change.
The problem:
Torchy's has lost its soul.
To find out more, we:
Interviewed 10 Torchy's diners
Conducted a focus group of 5 young professionals
Sent out a survey with 33 respondents
Insight:
Torchy's is largely regarded for being tasty, but inauthentic.
Strategy:
Keep Torchy's weird.
According to MRI Simmons, over 60% of Torchy’s lookalike customers don’t make purchase decisions based on advertisements, suggesting they prefer an experience.
The solution:
return Torchy's to its roots and bring back the truck.
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“If I’m eating at a food truck, I’m not going to seek it out on its own. I’ll usually try one if it shows up at an event”
-Focus group participant
Our suggestion for an addition to the truck: a sauce bar featuring Torchy's multitude of delicious sauces.
Introducing: Hot Taco Summer
Torchy's is hitting the road!
By touring across the United States to free festivals near its brick-and-mortar locations, Torchy's can re-establish itself as the quirky-yet-accessible taco restaurant its fans know and love.
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Phase 1: Tease
Teasing the tour with meme-style content and sponsored digital ads.
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Phase 2: Announce
Announce "Hot Taco Summer" tour details.
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Phase 3: Tour
Showcase the "Hot Taco Summer" experience.
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Tour recap social posts
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Local influencer partnerships
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Trading cards handed out on tour, featuring Torchy's "secret menu" items that can be redeemed in-store for free tacos
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Free Torchy's tour swag, like temporary tattoos and matchboxes, inspired by the hipster style of Torchy's founding city, Austin TX.
Phase 4: Recap
Recap tour moments and drive customers to Torchy’s restaurant locations.
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Social posts driving Torchy's customers to brick-and-mortar locations
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E-marketing campaign, sending coupons for tacos and queso to Torchys customers in cities that weren't included in the tour
